This work was a branded livestream that aimed to bring the joy of fashion to the widest possible audience.

To honour the legacy of Virgil Abloh and his last collection, Off-White wanted to bring his final runaway show 'Spaceship Earth' to a global audience, and make his final fashion show the biggest and boldest yet.

Fashion shows are usually exclusive, access-only events. With the power of TikTok, we could show exclusive behind the scenes access, and make it a livestreamed global sensation, so everyone could join, and create a countdown to this once-in-a-lifetime event.

Off-White c/o Virgil Abloh™ spent his life pushing the boundaries of fashion, tech and culture. After his passing we wanted to leave a lasting legacy for users with an all-access view of the last AW22 collection he designed, using TikTok’s new multi-camera live stream technology.

The show, titled “Spaceship Earth, an Imaginary Experience” allowed viewers to choose a show perspective to watch from, including front row, backstage or the DJ booth.

The global stream was hosted by Unknown T and Devon Carlson - TikTok creators, alongside friends of Virgil.

DJs from Tokyo, Ghana, London & Paris played a 24 hour global DJ event leading the countdown to the fashion show live.

To lead up to the show, TikTok hosted a 24 hour round the world DJ set, streaming in from different locations around the world. This led up to the main live moment, launched through our TopView product with 100% share of voice of that day on TikTok. Viewers were led to the hub to switch between different streams hosted by global Creators to get different camera angles. There were millions of views on the hub resulting in 90,000 livestream views at one time.

Reach:

1m+ campaign hub views

33m+ TopView views

Engagement:

90k unique visitors to the live event

30k new followers to the brand